Kate Middleton Is Even More Influential Than Meghan Markle in the U.S.

A new study shows Kate Middleton is still the most influential royal when it comes to style.

Meghan Markle is a close second, and could be on the rise after her Australia trip.

Both Kate and Meghan, plus their husbands, are some of the most-liked Brits among Americans.

Ever since she got engaged to Prince William, Kate Middleton has been a style inspiration for women in the UK and around the world. And now, eight years later, the Duchess of Cambridge is still a fashion icon in the United States—and clothing she wears can sell out instantly.

A new study shows the “Kate Middleton effect” is still strong when it comes to American shoppers, and people take cues from what she wears. In fact, she’s still the biggest royal fashion influencer out there, though her American sister-in-law, Meghan Markle, is joining her as a duchess who can move products stateside with her outfit choices.

Max Mumby/IndigoGetty Images

British consulting firm Brand Finance surveyed 1,515 Americans across the country to gauge how they felt about the British royals, and the royal family in general. And they found the Cambridges and the Sussexes are hugely influential in the States.

Kate Middleton is still the most powerful royal influencer; when she wears a British product, it increases its desirability among 37.6 percent of Americans. Her effect is strongest when it comes to fashion and jewelry, though she also influences purchases of home items and even cars. Meghan Markle was not far behind in second place, increasing a product’s desirability by 35 percent. Their husbands aren’t too shabby in this category, either; Prince Harry ups a product’s desirability by 31.9 percent and Prince William does the same by 27 percent.

This content is imported from {embed-name}. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

There’s a big caveat to this survey, though: Brand Finance confirms to BAZAAR.com the poll was conducted in September, before Meghan and Harry’s big trip to Australia—and before they announced they were expecting their first child. Here’s betting if the survey were conducted now, or during their royal tour, those percentages would be even higher for the Duke and Duchess of Sussex.

DOMINIC LIPINSKIGetty Images

When Meghan wore a dress by the British brand Goat at Prince Charles’ 70th birthday party, the brand had a noticeable uptick in interest. “We get an uplift straight away [when a royal wears our products], and it doesn’t matter who it is, especially the Duchess of Sussex and Duchess of Cambridge,” Goat’s managing director, Kalpa Shah, said in the report. “They have both been amazing at putting us on the radar of such a huge amount of people, because of their profile.”

That said, Kate may have enduring power at the top of the ranks, because of her position within the family. “Although Meghan has now joined the Firm—and temporarily taken the spotlight away from Kate—I don’t think she will ever eclipse her,” author Claudia Joseph told Vanity Fair. “There is a lot of affection for Kate both as a mother to three gorgeous children and a future Queen.”

WPA PoolGetty Images

Either way, the study shows this generation of royals is wildly popular in the U.S. The survey asked respondents how they felt about certain British celebrities, and Kate Middleton and Prince Harry had higher likability ratings than even Adele. And all four young royals ranked higher than Paul McCartney and the Queen. Overall, two third of respondents said they either like or love the four young royals.

“The monarchy is one of the most defining features of Brand Britain, and the royal impact on the desirability of British luxury brands cannot be overstated,” Brand Finance director Alex Haigh said in the report. “Endorsement by any royal, but particularly the duchesses, is like the mythical golden touch and can transform a brand’s performance overnight.”

This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io

This commenting section is created and maintained by a third party, and imported onto this page. You may be able to find more information on their web site.

A Part of Hearst Digital Media
Harper's BAZAAR participates in various affiliate marketing programs, which means we may get paid commissions on editorially chosen products purchased through our links to retailer sites.